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In today's world, events are used as a mean to achieve an array of objectives including changing behaviours. This chapter asserts the importance of marketing in encouraging sustainable behaviours by children through events. Thus, it examines the most effective way of marketing to contribute to shift behaviours in a young age having events as an ally. The question that poses is how marketing and more specifically social marketing can help to plan, create, design and promote sustainable events for children. Bearing that in mind, and based on a semi-systematic literature review, one developed a comprehensive conceptual framework intending to show how it is possible to encourage sustainable children's behaviour through events. Results suggest that social marketing can play a significant role in changing children's behaviour towards sustainability. It is argued that there is a creation of ‘value’ even that behaviour change is only temporary. Furthermore, it is suggested that social marketing represents a viable approach when seeking to educate children and change their behaviours towards the adoption of more sustainable practices. This chapter advances theoretical knowledge by offering a conceptual framework and by suggesting a way forward in marketing sustainable events for children.

Virtual grocery shopping (VGS), or online grocery shopping, traditionally has seen slow adoption in Canada; however, the COVID-19 pandemic has forced consumers to seek safer ways to shop. Retailers have invested in building new infrastructure to meet the current consumer demands for VGS. However, the main driver for VGS behaviour has not been yet clearly identified. Additionally, it is also not unknown whether the shopping modalities will continue VGS after the pandemic. This study provides insights into consumer intentions to use VGS by extending the model of goal-directed behaviour (MGB) to incorporate consumer technological readiness.

The study collected 935 valid survey responses from an online survey panel of Canadian consumers. A two-step approach was applied to analyse the data, comprising confirmatory factor analysis (CFA) and structural equation modelling (SEM). The data quality and model fit were tested before testing the proposed relationships among the constructs: attitude, subjective norm, perceived behavioural control, positive and negative anticipated emotions, as well as technological readiness, desire and behaviour intentions. The mediation role of desire between frequency of past online grocery shopping behaviours and the future behavioural intention was also tested using SPSS PROCESS.

The study results showed that attitudes, subjective norms, perceived behavioural control, positive and negative emotions, technological readiness and frequency of past VGS have a major impact on consumers' desire to embrace VGS in the future. Consumer desire also played a significant mediating role between frequency of past VGS behaviours and future shopping intention online. In addition, the frequency of past VGS showed an even stronger impact on behavioural intention among female consumers than among male consumers.

The findings of this study provide an original insight into the social, cultural and psychological factors that impact consumers' use of VGS, particularly the impacts of gender.